Study on the Influential Factors of Micro-blog Forwarding

The secondary forwarding of micro-blog can realize the fission transmission information, so researches on Influential Factors retweeting has become a research hotspot current scholars. Based Lasswell’s 5W model, this paper comprehensively analyzes factors influencing from standpoint disseminator, content, channel and audience, puts forward 16 hypotheses, then constructs an influential model retweeting, finally verifies hypothesis based binary logistic regression analysis model. Data results show that count fans micro-blogs mean being forwarded commented thumbed length micro-blog, popularity followees activity audience audience’s concern to his followee positive effect behavior while richness emotion words, have negative impact behavior.